Systems and methods for converting static image online content to dynamic online content

ABSTRACT

A content conversion computer system for converting static image content to dynamic content includes a memory for storing data and a processor in communication with the memory. The processor is configured to receive a static image content having a plurality of image characteristics, analyze the static image content to determine the plurality of image characteristics, determine a plurality of dynamic content characteristics used for converting the static image content to a dynamic content, and generate the dynamic content based upon the image characteristics and the dynamic content characteristics.

CROSS-RELATED APPLICATION

This application is a U.S. Continuation Application under 35. U.S.C. 120of U.S. application Ser. No. 16/127,773 filed on Sep. 11, 2018, which isa Continuation of U.S. application Ser. No. 14/875,321 filed on Oct. 5,2015, which is a Continuation of International Application No.PCT/CN2013/001675, filed Dec. 31, 2013, entitled “SYSTEMS AND METHODSFOR CONVERTING STATIC IMAGE ONLINE CONTENT TO DYNAMIC ONLINE CONTENT.All of these applications are incorporated herein by reference in theirentirety.

BACKGROUND

This description relates to online content, and more particularly, tomethods and systems for converting static image online content todynamic online content.

At least some online content, such as online advertisements (“ads”), arecreated and stored in the form of static images. Static images mayinclude, for example, static image files and static images stored innon-file formats. Alternately, static images may also includeprogressive image files including a series of static images where eachstatic image is displayed for a fixed duration of time. Additionally,some static images may be stored in physical formats. Such static imagestypically have fixed pixel dimensions or ratios for the boundaries ofthe static images. Due to such fixed dimensions or ratios of the bordersof the static images, effectively serving such static images in avariety of online publications may be difficult.

BRIEF DESCRIPTION OF THE DISCLOSURE

In one aspect, a computer-implemented method for converting static imagecontent to dynamic content is provided. The method is implemented by acontent conversion computer system coupled to a memory. The methodincludes receiving a static image content having a plurality of imagecharacteristics, analyzing the static image content to determine theplurality of image characteristics, determining a plurality of dynamiccontent characteristics used for converting the static image content toa dynamic content, and generating the dynamic content based upon theimage characteristics and the dynamic content characteristics.

In another aspect, a content conversion computer system for convertingstatic image content to dynamic content is provided. The contentconversion computer system includes a memory for storing data and aprocessor in communication with the memory. The processor is configuredto receive a static image content having a plurality of imagecharacteristics, analyze the static image content to determine theplurality of image characteristics, determine a plurality of dynamiccontent characteristics used for converting the static image content toa dynamic content, and generate the dynamic content based upon the imagecharacteristics and the dynamic content characteristics.

In another aspect, a computer-readable storage device havingprocessor-executable instructions embodied thereon, for convertingstatic image content to dynamic content is provided. When executed by acomputing device, the processor-executable instructions cause thecomputing device to receive a static image content having a plurality ofimage characteristics, analyze the static image content to determine theplurality of image characteristics, determine a plurality of dynamiccontent characteristics used for converting the static image content toa dynamic content, and generate the dynamic content based upon the imagecharacteristics and the dynamic content characteristics.

In another aspect, a system for converting static image content todynamic content is provided. The system includes means for receiving astatic image content having a plurality of image characteristics, meansfor analyzing the static image content to determine the plurality ofimage characteristics, means for determining a plurality of dynamiccontent characteristics used for converting the static image content toa dynamic content, and means for generating the dynamic content basedupon the image characteristics and the dynamic content characteristics.

In another aspect, the system described above is provided, wherein thesystem further includes means for retrieving the static image contentfrom an online content repository.

In another aspect, the system described above is provided, wherein thesystem further includes means for using an optical character recognition(OCR) engine to identify textual characteristics.

In another aspect, the system described above is provided, wherein thesystem further includes means for determining at least one of headlinetext and description text.

In another aspect, the system described above is provided, wherein thesystem further includes means for using an edge engine to determineimage display characteristics.

In another aspect, the system described above is provided, wherein thesystem further includes means for using a color engine to determinecolor characteristics.

In another aspect, the system described above is provided, wherein thesystem further includes means for determining that the static imagecontent is a progressive image content having a plurality of staticimages, means for analyzing the static image content associated witheach of the plurality of static images to determine a plurality of imagecharacteristics associated with the progressive image content, means fordetermining a plurality of dynamic content characteristics used forconverting the plurality of image characteristics associated with theprogressive image content to a dynamic content, and means for generatingthe dynamic content based upon the image characteristics and the dynamiccontent characteristics, wherein the dynamic content is substantiallyanimated based, at least partially, on the progressive image content.

In another aspect, the system described above is provided, wherein thesystem further includes means for retrieving the plurality of dynamiccontent characteristics from the memory, and means for receiving theplurality of dynamic content characteristics from a content server.

In another aspect, the system described above is provided, wherein thesystem further includes means for generating a plurality of HTML contentsubstantially including the plurality of image characteristics, whereinthe plurality of HTML content is associated with a plurality ofdimensions and a plurality of orientations.

In another aspect, the system described above is provided, wherein thesystem further includes means for generating a plurality of HTML contentwherein the HTML content is animated.

The features, functions, and advantages described herein may be achievedindependently in various embodiments of the present disclosure or may becombined in yet other embodiments, further details of which may be seenwith reference to the following description and drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a diagram depicting an example advertising environment;

FIG. 2 is a block diagram of a computing device, used for convertingstatic image content to dynamic content, as shown in the advertisingenvironment of FIG. 1;

FIG. 3 is an example of static image online content that may beconverted to dynamic content using the content conversion computersystem of FIG. 2 and the systems and methods described herein;

FIG. 4 is an example data flow diagram illustrating the conversion ofthe static image online content of FIG. 3 to a plurality of dynamiccontent;

FIG. 5 is an example method for converting static image online contentto dynamic content using the environment of FIG. 1; and

FIG. 6 is a diagram of components of one or more example computingdevices that may be used in the environment shown in FIG. 1.

Although specific features of various embodiments may be shown in somedrawings and not in others, this is for convenience only. Any feature ofany drawing may be referenced and/or claimed in combination with anyfeature of any other drawing.

DETAILED DESCRIPTION OF THE DISCLOSURE

The following detailed description of implementations refers to theaccompanying drawings. The same reference numbers in different drawingsmay identify the same or similar elements. Also, the following detaileddescription does not limit the claims.

This subject matter described herein relates generally to online contentand, more specifically, to converting online content such as staticimage online content to dynamic content. As used herein, static imageonline content refers to static images refers to any image file that maybe served as online content. Accordingly, static image online contentmay be of any appropriate file format including, for example and withoutlimitation, graphics interchange format (.gif files), joint photographicexpert group format (.jpeg files), bitmap image file format (.bmpfiles), WebP format (.webp files), PostScript format (.ps files), taggedimage file format (.tiff files), and any other file format that may beused to encode depictions of images and serve such images. Further,static image online content, as used herein, also includes progressionsof frames of any static image file. For example, animated gifs that usea fixed number of frames and display each frame in a time sequence are,as described herein, static image online content. Static images may alsoinclude, as described herein, printed images. As used herein, printedimages must first be converted to a file format such as described abovein order to convert the printed images to dynamic content using, forexample, scanning. Typically, static images have fixed dimensions ofsize or fixed ratios between the boundaries of the static image.

At least some online publications such as websites may be configured todisplay online content (e.g., advertisements). Such online contentpublications have designated locations used to display onlineadvertisements. Such designated locations may be known as online “realestate.” In at least some cases, online real estate is associated withspecific fixed pixel dimensions or ratios for the boundaries of theonline real estate. When online advertisements are not associated withfixed pixel dimensions or ratios that correspond to the fixed pixeldimensions or ratios of the online real estate, problems may occur inserving such online advertisements to such online real estate. In oneexample, portions of online real estate may not be utilized when anonline advertisement not matching the required online real estate isserved. In another example, portions of the online advertisement may becompressed, distorted, or obscured. In additional examples, such onlineadvertisements may simply not be served due to the lack of correspondingdimensions or ratios. As a result, the static images can only beproperly served into certain online real estate of certain onlinepublications. Further, at least some static images may benefit frombeing animated to highlight features of the static images. Applicationof animation may make the online content more visible or visuallyinteresting and allow a viewer to more easily identify the onlinecontent for a follow-up action.

The methods and systems described herein facilitate the conversion ofsuch static image online content to dynamic content and thereby allowthe serving of such dynamic content in a plurality of online real estatefor a plurality of online publications and also providing animated formsof such dynamic content. The methods and systems are implemented by acontent conversion computer system.

A content conversion computer system receives a static image contenthaving a plurality of image characteristics. For example, the staticimage content may include a combination of textual characteristics,image display characteristics, and color characteristics. The contentconversion computer system may receive the static image content from anysuitable source including for example and without limitation, an onlinecontent repository, crawling a plurality of web locations, an offlinecontent repository, scanning physical images into static image onlinecontent using a scanning device, an advertiser network, onlinepublications, and an online merchant. In the example embodiment, thecontent conversion computer system receives the static image contentfrom an online content repository.

The content conversion computer system is configured to analyze detailsof the static image content. More specifically, the content conversioncomputer system identifies at least some of the plurality of imagecharacteristics associated with the static image. Accordingly, thecontent conversion computer system is capable of identifying textualcharacteristics, image display characteristics, and colorcharacteristics. The content conversion computer system includes aplurality of components that are used to identify the plurality of imagecharacteristics. In the example embodiment, the content conversioncomputer system analyzes the content of static image content andidentifies a background area, at least one image area such as a “productimage area”, and text blocks. The content conversion computer system mayuse machine vision algorithms, optical character recognition, edgedetection engines, and color clustering engines to make suchidentifications.

In the example embodiment, the content conversion computer system usesan optical character recognition (OCR) engine to identify textualcharacteristics of the static image content. Depending upon thecondition of the image and the legibility of the text, the contentconversion computer system may use a pre-processing method with its OCRengine to improve the quality of the textual recognition. Accordingly,the content conversion computer system may apply deskewing, despeckling,binzarization, line removal, layout analysis, zoning, line and worddetection, character isolation or segmentation, normalization of aspectratio or scale, or any other suitable pre-processing methods. Afterpre-processing, the content conversion computer system may apply an OCRalgorithm such as matrix matching or feature extraction to makedeterminations on the characters displayed within the static imagecontent. Alternately, any OCR algorithm is used to determine thecharacters displayed in the static image content. Further, the contentconversion computer system may use algorithms to distinguish theformatting and size of words within the static image content including,for example, determining the presence of bold characters, determiningthe presence of italicized characters, determining the presence ofunderlined characters, determining the presence of superscriptedcharacters, determining the presence of subscripted characters,determining font sizes associated with characters, and determining fontfaces associated with characters. Additionally, the content conversioncomputer system may apply post processing methods and algorithms toverify determinations made by the OCR algorithms. For example, aparticular static image content is known to be associated with certainkey terms because it is associated with a particular merchant.Accordingly, a lexicon is applied to verify that words identified by theOCR engine correspond to words associated with that merchant. The OCRengine accordingly allows the content conversion computer system toidentify textual elements, formatting and styling related to textualelements, and placement of textual elements. As described below, duringthe generation of dynamic content, the content conversion computersystem can substantially place, style, and format the textual elementsin a similar manner within the dynamic content as was displayed in thestatic image content. As described above, in the example embodiment, theOCR engine analyzes text contained within the previously identified“text blocks.” In alternative embodiments, the OCR engine may analyzeall textual elements available within static image content.

The content conversion computer system also uses an edge engine todetermine image display characteristics. As used herein, an edge engineor an edge detection engine, refers to at least one method foridentifying characteristics within a digital image to finddiscontinuities. In at least some examples, edge detection enginesexamine digital images such as static image content to find significantchanges in brightness characteristics. At such points of brightnesschanges (or other discontinuities), “features” of an image can beseparated. Accordingly, an edge detection engine can identify theboundaries of images components within the static image content. Forexample, in at least a variety of static image content, multipleinterior images are included. Such interior images may include, forexample, depictions of a product or service, a corporate logo, andphotographs of humans using goods and services related to the staticimage content. The edge engine allows each interior image or “feature”to be identified. Upon determining the boundaries and position of suchinterior images or features, the content conversion computer system canfurther extract each interior image or feature while also identifyingthe absolute and relative position of such features within the staticimage content. Extraction is performed using any suitable methodincluding, for example, cropping, cutting, and copying of the featuresbased upon boundaries identified by the edge detection engine. In theexample embodiment, extraction includes cropping features identified bythe edge detection engine. As described below, the interior image orfeature can then be placed at an absolute or relative position similarto the identified position within the generated dynamic content. Asdescribed above, in the example embodiment, the edge engine analyzesimage characteristics contained within the previously identified “imageareas.” In alternative embodiments, the edge engine may analyze allimage characteristics available within static image content.

The content conversion computer system additionally uses a color engineto determine color characteristics related to the static image content.As used herein, the color engine refers to at least one method foridentifying dominant colors and their associated “weights” within imagecontent. In the example embodiment, the color engine analyzes color inthe previously identified “image areas.” In alternative embodiments, thecolor engine analyzes the entire static image content. The color enginemay apply any appropriate method including, for example, clusteringalgorithms, k-means algorithms, or any other suitable coloridentification and analysis methods and algorithms.

Further, using the edge engine and the OCR engine, the contentconversion computer system identifies attributes associated with textualelements. In at least some static image content, a variety of textualelements are included. For example, a primary textual element or a“headline” may be included wherein the headline states a primary slogan,statement, or identifier associated with the static image content. Theheadline may be distinguished from other textual elements based upon,for example, the placement of the textual element within the staticimage content, the size of the font of the textual element in relationto the other textual elements, and the font face associated with thetextual element in relation to the other textual elements. In a secondexample, a secondary textual element or a “description” may be includedwherein the description provides details related to the static imagecontent. The description may be distinguished from other textualelements based upon, for example, the length in characters of thetextual element in relation to the other textual elements, the placementof the textual element within the static image content, and the fontsize associated with the textual element in relation to the font size ofthe other textual elements. In a third example, a tertiary textualelement or a “call to action” may be included wherein the call to actioninvites a viewer such as a customer to click on a button or a link tonavigate to, for example, an online merchant associated with the staticimage content. The call to action may be distinguished from othertextual elements based upon, for example, the placement of the textualelement within the static image content, the placement of the textualimage onto a graphical button or clickable item, and the font sizeassociated with the textual element in relation to the font size of theother textual elements. Accordingly, the edge engine and the opticalcharacter recognition engine of the content conversion computer systemidentify all such elements described above to determine headline text,description text, and call to action text. The content conversioncomputer system may additionally use the edge engine and the opticalcharacter recognition engine to determine other specified textualelements including, for example, a textual company logo, a contact emailaddress, a contact phone number, and a contact physical address. Atextual company logo may be distinguished based upon, for example, fontsize, location, and font type. Alternately, a textual company logo maybe distinguished by comparison of the characters to a lexicon. Emailaddresses, phone numbers, and physical addresses may be distinguishedbased upon the standardized formatting of the characters intorecognizable patterns.

As described herein, at least some image content includes a plurality ofimage content as “frames” of an “animated” image. However, in at leastsome examples including progressive image files, the “animated” contentis a plurality of static image content. Accordingly, the contentconversion computer system is configured to identify the presence of a“frame” based animation and accordingly parse out each of the pluralityof static image content. Once separated, each “frame” can be analyzedand converted using the content conversion computer system. Further, inat least some cases, the content conversion computer system createsdynamic content that is animated in a substantially similar manner tothe animated static image content. The content conversion computersystem otherwise applies the same methods to the analysis and conversionof animated static image content that it applies to non-animated staticimage content.

The content conversion computer system additionally determines aplurality of dynamic content characteristics to be used for convertingthe static image content to a dynamic content. The plurality of dynamiccontent characteristics include, for example, dimensions associated withthe plurality of dynamic content, animation templates associated withthe plurality of dynamic content, and styles and formattingcharacteristics associated with the plurality of dynamic content. Thedynamic content characteristics may be retrieved from the memory of thecontent conversion computer system, a content server, a database, or anyother computing device in communication with the content conversioncomputer system.

The content conversion computer system generates dynamic content basedupon the image characteristics and dynamic content characteristics.Generating dynamic content substantially represents applying thepreviously determined image characteristics and dynamic contentcharacteristics to create a plurality of dynamic content. In the exampleembodiment, dynamic content is generated by building styles based upon acombination of the determined image characteristics and the dynamiccontent characteristics. Building styles further includes selecting atleast one size and orientation for the dynamic content, at least onefont type for textual elements, at least one font size for textualelements, at least one location for image elements, and at least onecolor scheme for image elements and textual elements. Further, buildingstyles may also include selecting to animate at least a portion of thedynamic content. After building styles, the content conversion computersystem builds a plurality of dynamic content. The plurality of dynamiccontent may be associated with different sizes and orientations,different font types, different font sizes, different image elementlocations, different animations, and different color schemes.Accordingly, the content conversion computer system may substantiallygenerate dynamic content with a variety of presentation styles,presentation sizes, and presentation appearances. Such a plurality ofdynamic content may be useful in serving suitable online content to avariety of real estate for a variety of online publications. In at leastone example, each generated dynamic content is inventoried for itscharacteristics. Accordingly, when a content server chooses dynamiccontent to serve into a particular piece of real estate for a particularonline publication, characteristics for serving may be easilyidentified. For example, a particular piece of real estate for aparticular online publication may have a known requirement of animation,a requirement for a particular size and orientation, and a requirementfor particular color scheme. A content server can accordingly identifythe appropriate dynamic content from the plurality of dynamic contentbased upon the inventoried data. In at least one example, suchinventoried data regarding the characteristics of the dynamic content isincluded as metadata within the dynamic content. In other examples, theinventoried data is included in a database, a file, or any othersuitable form.

In a first example, generating dynamic content includes generating aplurality of HTML 5 content with a plurality of distinct sizes,dimensions, and orientations. In other examples, the dynamic content canbe generated as HTML 4 content or any other appropriate content formatincluding earlier or later versions of HTML. In a second example,generating dynamic content includes generating a plurality of HTML 5content with at least one animation. In other examples, the dynamiccontent can be generated as HTML 4 content or any other appropriatecontent format including earlier or later versions of HTML. Theanimation, as referenced above and described below, is selected basedupon dynamic content characteristics. For example, the dynamic contentcharacteristics may indicate that the dynamic content includes a “fadein”, a “fade out”, a “highlight”, or any other suitable form ofanimation. Such animation is applied to at least a portion of thedynamic content.

As used herein, an element or step recited in the singular and proceededwith the word “a” or “an” should be understood as not excluding pluralelements or steps, unless such exclusion is explicitly recited.Furthermore, references to “one embodiment” of the subject matterdisclosed herein are not intended to be interpreted as excluding theexistence of additional embodiments that also incorporate the recitedfeatures.

The methods and systems described herein may be implemented usingcomputer programming or engineering techniques including computersoftware, firmware, hardware or any combination or subset thereof,wherein the technical effects may be achieved by performing one of thefollowing steps: (a) receiving a static image content having a pluralityof image characteristics; (b) analyzing the static image content todetermine the plurality of image characteristics; (c) determining aplurality of dynamic content characteristics used for converting thestatic image content to a dynamic content; (d) generating the dynamiccontent based upon the image characteristics and the dynamic contentcharacteristics; (e) retrieving the static image content from an onlinecontent repository; (f) using an optical character recognition (OCR)engine to identify textual characteristics; (g) determining at least oneof headline text and description text; (h) using an edge engine todetermine image display characteristics; (i) using a color engine todetermine color characteristics; (j) determining that the static imagecontent is a progressive image content having a plurality of staticimages, analyzing the static image content associated with each of theplurality of static images to determine a plurality of imagecharacteristics associated with the progressive image content,determining a plurality of dynamic content characteristics used forconverting the plurality of image characteristics associated with theprogressive image content to a dynamic content, and generating thedynamic content based upon the image characteristics and the dynamiccontent characteristics, wherein the dynamic content is substantiallyanimated based, at least partially, on the progressive image content;(k) retrieving the plurality of dynamic content characteristics from thememory; (l) receiving the plurality of dynamic content characteristicsfrom a content server; (m) generating a plurality of HTML contentsubstantially including the plurality of image characteristics, whereinthe plurality of HTML content is associated with a plurality ofdimensions and a plurality of orientations; and (n) generating aplurality of HTML content wherein the HTML content is animated.

FIG. 1 is a diagram depicting an example online content environment 100.Online content environment 100 may be used in the context of servingonline advertisements to a user, including a user of a mobile computingdevice, in combination with online publications. With reference to FIG.1, example environment 100 may include one or more advertisers 102(i.e., online content providers), one or more publishers 104, anadvertisement management system (AMS) 106, and one or more user accessdevices 108, which may be coupled to a network 110. User access devicesare used by users 150, 152, and 154. Each of the elements 102, 104, 106,108 and 110 in FIG. 1 may be implemented or associated with hardwarecomponents, software components, or firmware components or anycombination of such components. The elements 102, 104, 106, 108 and 110can, for example, be implemented or associated with general purposeservers, software processes and engines, and/or various embeddedsystems. The elements 102, 104, 106 and 110 may serve, for example, asan advertisement distribution network. While reference is made todistributing advertisements, the environment 100 can be suitable fordistributing other forms of content including other forms of sponsoredcontent. AMS 106 may also be referred to as a content management system106.

The advertisers 102 may include any entities that are associated withadvertisements (“ads”). An advertisement or an “ad” refers to any formof communication in which one or more products, services, ideas,messages, people, organizations or other items are identified andpromoted (or otherwise communicated). Ads are not limited to commercialpromotions or other communications. An ad may be a public serviceannouncement or any other type of notice, such as a public noticepublished in printed or electronic press or a broadcast. An ad may bereferred to as sponsored content.

Ads may be communicated via various mediums and in various forms. Insome examples, ads may be communicated through an interactive medium,such as the Internet, and may include graphical ads (e.g., banner ads),textual ads, image ads, audio ads, video ads, ads combining one of moreof any of such components, or any form of electronically deliveredadvertisement. Ads may include embedded information, such as embeddedmedia, links, meta-information, and/or machine executable instructions.Ads could also be communicated through RSS (Really Simple Syndication)feeds, radio channels, television channels, print media, and othermedia.

The term “ad” can refer to both a single “creative” and an “ad group.” Acreative refers to any entity that represents one ad impression. An adimpression refers to any form of presentation of an ad such that it isviewable/receivable by a user. In some examples, an ad impression mayoccur when an ad is displayed on a display device of a user accessdevice. An ad group refers, for example, to an entity that represents agroup of creatives that share a common characteristic, such as havingthe same ad selection and recommendation criteria. Ad groups can be usedto create an ad campaign.

The advertisers 102 may provide (or be otherwise associated with)products and/or services related to ads. The advertisers 102 may includeor be associated with, for example, retailers, wholesalers, warehouses,manufacturers, distributors, health care providers, educationalestablishments, financial establishments, technology providers, energyproviders, utility providers, or any other product or service providersor distributors.

The advertisers 102 may directly or indirectly generate, and/or maintainads, which may be related to products or services offered by orotherwise associated with the advertisers. The advertisers 102 mayinclude or maintain one or more data processing systems 112, such asservers or embedded systems, coupled to the network 110. The advertisers102 may include or maintain one or more processes that run on one ormore data processing systems.

The publishers 104 may include any entities that generate, maintain,provide, present and/or otherwise process content in the environment100. “Publishers,” in particular, include authors of content, whereinauthors may be individual persons, or, in the case of works made forhire, the proprietor(s) who hired the individual(s) responsible forcreating the online content. The term “content” refers to various typesof web-based, software application-based and/or otherwise presentedinformation, including articles, discussion threads, reports, analyses,financial statements, music, video, graphics, search results, web pagelistings, information feeds (e.g., RSS feeds), television broadcasts,radio broadcasts, printed publications, or any other form of informationthat may be presented to a user using a computing device such as one ofuser access devices 108.

In some implementations, the publishers 104 may include contentproviders with an Internet presence, such as online publication and newsproviders (e.g., online newspapers, online magazines, televisionwebsites, etc.), online service providers (e.g., financial serviceproviders, health service providers, etc.), and the like. The publishers104 can include software application providers, television broadcasters,radio broadcasters, satellite broadcasters, and other content providers.One or more of the publishers 104 may represent a content network thatis associated with the AMS 106.

The publishers 104 may receive requests from the user access devices 108(or other elements in the environment 100) and provide or presentcontent to the requesting devices. The publishers may provide or presentcontent via various mediums and in various forms, including web basedand non-web based mediums and forms. The publishers 104 may generateand/or maintain such content and/or retrieve the content from othernetwork resources.

In addition to content, the publishers 104 may be configured tointegrate or combine retrieved content with additional sets of content,for example ads, that are related or relevant to the retrieved contentfor display to users 150, 152, and 154. As discussed further below,these relevant ads may be provided from the AMS 106 and may be combinedwith content for display to users 150, 152, and 154. In some examples,the publishers 104 may retrieve content for display on a particular useraccess device 108 and then forward the content to the user access device108 along with code that causes one or more ads from the AMS 106 to bedisplayed to the user 150, 152, or 154. As used herein, user accessdevices 108 may also be known as customer computing devices 108. Inother examples, the publishers 104 may retrieve content, retrieve one ormore relevant ads (e.g., from the AMS 106 or the advertisers 102), andthen integrate the ads and the article to form a content page fordisplay to the user 150, 152, or 154.

As noted above, one or more of the publishers 104 may represent acontent network. In such an implementation, the advertisers 102 may beable to present ads to users through this content network.

The publishers 104 may include or maintain one or more data processingsystems 114, such as servers or embedded systems, coupled to the network110. They may include or maintain one or more processes that run on dataprocessing systems. In some examples, the publishers 104 may include oneor more content repositories 124 for storing content and otherinformation.

The AMS 106 manages ads and provides various services to the advertisers102, the publishers 104, and the user access devices 108. The AMS 106may store ads in an ad repository 126 and facilitate the distribution orselective provision and recommendation of ads through the environment100 to the user access devices 108. In some configurations, the AMS 106may include or access functionality associated with managing onlinecontent and/or online advertisements, particularly functionalityassociated with serving online content and/or online advertisements tomobile computing devices.

The AMS 106 may include one or more data processing systems 116, such asservers or embedded systems, coupled to the network 110. In the exampleembodiment, data processing system 116 is content conversion computersystem 116 and is accordingly configured to perform the methodsdescribed herein including, for example, receiving a static imagecontent having a plurality of image characteristics, analyzing thestatic image content to determine the plurality of imagecharacteristics, determining a plurality of dynamic contentcharacteristics used for converting the static image content to adynamic content, and generating the dynamic content based upon the imagecharacteristics and the dynamic content characteristics.

AMS 106 can also include one or more processes, such as serverprocesses. In some examples, the AMS 106 may include an ad servingsystem 120 and one or more backend processing systems 118. The adserving system 120 may include one or more data processing systems 116and may perform functionality associated with delivering ads topublishers or user access devices 108. The backend processing systems118 may include one or more data processing systems 116 and may performfunctionality associated with identifying relevant ads to deliver,processing various rules, performing filtering processes, generatingreports, maintaining accounts and usage information, and other backendsystem processing. The AMS 106 can use the backend processing systems118 and the ad serving system 120 to selectively recommend and providerelevant ads from the advertisers 102 through the publishers 104 to theuser access devices 108.

The AMS 106 may include or access one or more crawling, indexing andsearching modules (not shown). These modules may browse accessibleresources (e.g., the World Wide Web, publisher content, data feeds,etc.) to identify, index and store information. The modules may browseinformation and create copies of the browsed information for subsequentprocessing. The modules may also check links, validate code, harvestinformation, and/or perform other maintenance or other tasks.

Searching modules may search information from various resources, such asthe World Wide Web, publisher content, intranets, newsgroups, databases,and/or directories. The search modules may employ one or more knownsearch or other processes to search data. In some implementations, thesearch modules may index crawled content and/or content received fromdata feeds to build one or more search indices. The search indices maybe used to facilitate rapid retrieval of information relevant to asearch query.

The AMS 106 may include one or more interface or frontend modules forproviding the various features to advertisers, publishers, and useraccess devices. For example, the AMS 106 may provide one or morepublisher front-end interfaces (PFEs) for allowing publishers tointeract with the AMS 106. The AMS 106 may also provide one or moreadvertiser front-end interfaces (AFEs) for allowing advertisers tointeract with the AMS 106. In some examples, the front-end interfacesmay be configured as web applications that provide users with networkaccess to features available in the AMS 106.

The AMS 106 provides various advertising management features to theadvertisers 102. The AMS 106 advertising features may allow users to setup user accounts, set account preferences, create ads, select keywordsfor ads, create campaigns or initiatives for multiple products orbusinesses, view reports associated with accounts, analyze costs andreturn on investment, selectively identify customers in differentregions, selectively recommend and provide ads to particular publishers,analyze financial information, analyze ad performance, estimate adtraffic, access keyword tools, add graphics and animations to ads, etc.

The AMS 106 may allow the advertisers 102 to create ads and inputkeywords or other ad placement descriptors for which those ads willappear. In some examples, the AMS 106 may provide ads to user accessdevices or publishers when keywords associated with those ads areincluded in a user request or requested content. The AMS 106 may alsoallow the advertisers 102 to set bids for ads. A bid may represent themaximum amount an advertiser is willing to pay for each ad impression,user click-through of an ad or other interaction with an ad. Aclick-through can include any action a user takes to select an ad. Otheractions include haptic feedback or gyroscopic feedback to generate aclick-through. The advertisers 102 may also choose a currency andmonthly budget.

The AMS 106 may also allow the advertisers 102 to view information aboutad impressions, which may be maintained by the AMS 106. The AMS 106 maybe configured to determine and maintain the number of ad impressionsrelative to a particular website or keyword. The AMS 106 may alsodetermine and maintain the number of click-throughs for an ad as well asthe ratio of click-throughs to impressions.

The AMS 106 may also allow the advertisers 102 to select and/or createconversion types for ads. A “conversion” may occur when a userconsummates a transaction related to a given ad. A conversion could bedefined to occur when a user clicks, directly or implicitly (e.g.,through haptic or gyroscopic feedback), on an ad, is referred to theadvertiser's web page, and consummates a purchase there before leavingthat web page. In another example, a conversion could be defined as thedisplay of an ad to a user and a corresponding purchase on theadvertiser's web page within a predetermined time (e.g., seven days).The AMS 106 may store conversion data and other information in aconversion data repository 136.

The AMS 106 may allow the advertisers 102 to input descriptioninformation associated with ads. This information could be used toassist the publishers 104 in determining ads to publish. The advertisers102 may additionally input a cost/value associated with selectedconversion types, such as a five dollar credit to the publishers 104 foreach product or service purchased.

The AMS 106 may provide various features to the publishers 104. The AMS106 may deliver ads (associated with the advertisers 102) to the useraccess devices 108 when users access content from the publishers 104.The AMS 106 can be configured to deliver ads that are relevant topublisher sites, site content, and publisher audiences.

In some examples, the AMS 106 may crawl content provided by thepublishers 104 and deliver ads that are relevant to publisher sites,site content and publisher audiences based on the crawled content. TheAMS 106 may also selectively recommend and/or provide ads based on userinformation and behavior, such as particular search queries performed ona search engine website, or a designation of an ad for subsequentreview, as described herein, etc. The AMS 106 may store user-relatedinformation in a general database 146. In some examples, the AMS 106 canadd search services to a publisher site and deliver ads configured toprovide appropriate and relevant content relative to search resultsgenerated by requests from visitors of the publisher site. A combinationof these and other approaches can be used to deliver relevant ads.

The AMS 106 may allow the publishers 104 to search and select specificproducts and services as well as associated ads to be displayed withcontent provided by the publishers 104. For example, the publishers 104may search through ads in the ad repository 126 and select certain adsfor display with their content.

The AMS 106 may be configured to selectively recommend and provide adscreated by the advertisers 102 to the user access devices 108 directlyor through the publishers 104. The AMS 106 may selectively recommend andprovide ads to a particular publisher 104 (as described in furtherdetail herein) or a requesting user access device 108 when a userrequests search results or loads content from the publisher 104.

In some implementations, the AMS 106 may manage and process financialtransactions among and between elements in the environment 100. Forexample, the AMS 106 may credit accounts associated with the publishers104 and debit accounts of the advertisers 102. These and othertransactions may be based on conversion data, impressions informationand/or click-through rates received and maintained by the AMS 106.

“Computing devices”, for example user access devices 108, may includeany devices capable of receiving information from the network 110. Theuser access devices 108 could include general computing componentsand/or embedded systems optimized with specific components forperforming specific tasks. Examples of user access devices includepersonal computers (e.g., desktop computers), mobile computing devices,cell phones, smart phones, head-mounted computing devices, mediaplayers/recorders, music players, game consoles, media centers, mediaplayers, electronic tablets, personal digital assistants (PDAs),television systems, audio systems, radio systems, removable storagedevices, navigation systems, set top boxes, other electronic devices andthe like. The user access devices 108 can also include various otherelements, such as processes running on various machines.

The network 110 may include any element or system that facilitatescommunications among and between various network nodes, such as elements108, 112, 114 and 116. The network 110 may include one or moretelecommunications networks, such as computer networks, telephone orother communications networks, the Internet, etc. The network 110 mayinclude a shared, public, or private data network encompassing a widearea (e.g., WAN) or local area (e.g., LAN). In some implementations, thenetwork 110 may facilitate data exchange by way of packet switchingusing the Internet Protocol (IP). The network 110 may facilitate wiredand/or wireless connectivity and communication.

For purposes of explanation only, certain aspects of this disclosure aredescribed with reference to the discrete elements illustrated in FIG. 1.The number, identity and arrangement of elements in the environment 100are not limited to what is shown. For example, the environment 100 caninclude any number of geographically-dispersed advertisers 102,publishers 104 and/or user access devices 108, which may be discrete,integrated modules or distributed systems. Similarly, the environment100 is not limited to a single AMS 106 and may include any number ofintegrated or distributed AMS systems or elements.

Furthermore, additional and/or different elements not shown may becontained in or coupled to the elements shown in FIG. 1, and/or certainillustrated elements may be absent. In some examples, the functionsprovided by the illustrated elements could be performed by less than theillustrated number of components or even by a single element. Theillustrated elements could be implemented as individual processesrunning on separate machines or a single process running on a singlemachine.

FIG. 2 is a block diagram of a computing device 200 used for convertingstatic image content to dynamic content, as shown in advertisingenvironment 100 (shown in FIG. 1). In the example embodiment, computingdevice 200 may be content conversion computer system 116 (shown in FIG.1), configured to receive a static image content having a plurality ofimage characteristics, analyze the static image content to determine theplurality of image characteristics, determine a plurality of dynamiccontent characteristics used for converting the static image content toa dynamic content, and generate the dynamic content based upon the imagecharacteristics and the dynamic content characteristics.

Computing device 200 may represent various forms of digital computers,such as laptops, desktops, workstations, personal digital assistants,servers, blade servers, mainframes, and other appropriate computers.Computing device 200 is also intended to represent various forms ofmobile devices, such as personal digital assistants, cellulartelephones, smart phones, and other similar computing devices. Thecomponents shown here, their connections and relationships, and theirfunctions, are meant to be examples only, and are not meant to limitimplementations of the subject matter described and/or claimed in thisdocument. Regardless of the form or implementations, when computingdevice 200 is operating as content conversion computer system 116computing device 200 is configured to perform the steps and methodsdescribed herein including receiving a static image content having aplurality of image characteristics, analyzing the static image contentto determine the plurality of image characteristics, determining aplurality of dynamic content characteristics used for converting thestatic image content to a dynamic content, and generating the dynamiccontent based upon the image characteristics and the dynamic contentcharacteristics.

In the example embodiment, computing device 200 could be user accessdevice 108 or any of data processing devices 112 or 114 (shown in FIG.1). Additionally, as described, computing device 200 may be contentconversion computer system 116 and accordingly be configured to performthe steps and methods recited herein. Computing device 200 may include abus 202, a processor 204, a main memory 206, a read only memory (ROM)208, a storage device 210, an input device 212, an output device 214,and a communication interface 216. Bus 202 may include a path thatpermits communication among the components of computing device 200.

Processor 204 may include any type of conventional processor,microprocessor, or processing logic that interprets and executesinstructions. Processor 204 can process instructions for executionwithin the computing device 200, including instructions stored in thememory 206 or on the storage device 210 to display graphical informationfor a GUI on an external input/output device, such as display 214coupled to a high speed interface. In other implementations, multipleprocessors and/or multiple buses may be used, as appropriate, along withmultiple memories and types of memory. Also, multiple computing devices200 may be connected, with each device providing portions of thenecessary operations (e.g., as a server bank, a group of blade servers,or a multi-processor system).

Main memory 206 may include a random access memory (RAM) or another typeof dynamic storage device that stores information and instructions forexecution by processor 204. ROM 208 may include a conventional ROMdevice or another type of static storage device that stores staticinformation and instructions for use by processor 204. Main memory 206stores information within the computing device 200. In oneimplementation, main memory 206 is a volatile memory unit or units. Inanother implementation, main memory 206 is a non-volatile memory unit orunits. Main memory 206 may also be another form of computer-readablemedium, such as a magnetic or optical disk.

Storage device 210 may include a magnetic and/or optical recordingmedium and its corresponding drive. The storage device 210 is capable ofproviding mass storage for the computing device 200. In oneimplementation, the storage device 210 may be or contain acomputer-readable medium, such as a floppy disk device, a hard diskdevice, an optical disk device, or a tape device, a flash memory orother similar solid state memory device, or an array of devices,including devices in a storage area network or other configurations. Acomputer program product can be tangibly embodied in an informationcarrier. The computer program product may also contain instructionsthat, when executed, perform one or more methods, such as thosedescribed above. The information carrier is a computer- ormachine-readable medium, such as main memory 206, ROM 208, the storagedevice 210, or memory on processor 204.

The high speed controller manages bandwidth-intensive operations for thecomputing device 200, while the low speed controller manages lowerbandwidth-intensive operations. Such allocation of functions is forpurposes of example only. In one implementation, the high-speedcontroller is coupled to main memory 206, display 214 (e.g., through agraphics processor or accelerator), and to high-speed expansion ports,which may accept various expansion cards (not shown). In theimplementation, low-speed controller is coupled to storage device 210and low-speed expansion port. The low-speed expansion port, which mayinclude various communication ports (e.g., USB, Bluetooth, Ethernet,wireless Ethernet) may be coupled to one or more input/output devices,such as a keyboard, a pointing device, a scanner, or a networking devicesuch as a switch or router, e.g., through a network adapter.

Input device 212 may include a conventional mechanism that permitscomputing device 200 to receive commands, instructions, or other inputsfrom a user 150, 152, or 154, including visual, audio, touch, buttonpresses, stylus taps, etc. Additionally, input device may receivelocation information. Accordingly, input device 212 may include, forexample, a camera, a microphone, one or more buttons, a touch screen,and/or a GPS receiver. Output device 214 may include a conventionalmechanism that outputs information to the user, including a display(including a touch screen) and/or a speaker. Communication interface 216may include any transceiver-like mechanism that enables computing device200 to communicate with other devices and/or systems. For example,communication interface 216 may include mechanisms for communicatingwith another device or system via a network, such as network 110 (shownin FIG. 1).

As described herein, computing device 200 facilitates the presentationof content from one or more publishers, along with one or more sets ofsponsored content, for example ads, to a user. Computing device 200 mayperform these and other operations in response to processor 204executing software instructions contained in a computer-readable medium,such as memory 206. A computer-readable medium may be defined as aphysical or logical memory device and/or carrier wave. The softwareinstructions may be read into memory 206 from another computer-readablemedium, such as data storage device 210, or from another device viacommunication interface 216. The software instructions contained inmemory 206 may cause processor 204 to perform processes describedherein. Alternatively, hardwired circuitry may be used in place of or incombination with software instructions to implement processes consistentwith the subject matter herein. Thus, implementations consistent withthe principles of the subject matter disclosed herein are not limited toany specific combination of hardware circuitry and software.

The computing device 200 may be implemented in a number of differentforms, as shown in the figure. For example, it may be implemented as astandard server, or multiple times in a group of such servers. It mayalso be implemented as part of a rack server system. In addition, it maybe implemented in a personal computer such as a laptop computer. Each ofsuch devices may contain one or more of computing device 200, and anentire system may be made up of multiple computing devices 200communicating with each other.

The processor 204 can execute instructions within the computing device200, including instructions stored in the main memory 206. The processormay be implemented as chips that include separate and multiple analogand digital processors. The processor may provide, for example, forcoordination of the other components of the device 200, such as controlof user interfaces, applications run by device 200, and wirelesscommunication by device 200.

Computing device 200 includes a processor 204, main memory 206, ROM 208,an input device 212, an output device such as a display 214, acommunication interface 216, among other components including, forexample, a receiver and a transceiver. The device 200 may also beprovided with a storage device 210, such as a microdrive or otherdevice, to provide additional storage. Each of the components areinterconnected using various buses, and several of the components may bemounted on a common motherboard or in other manners as appropriate.

Computing device 200 may communicate wirelessly through communicationinterface 216, which may include digital signal processing circuitrywhere necessary. Communication interface 216 may provide forcommunications under various modes or protocols, such as GSM voicecalls, SMS, EMS, or MMS messaging, CDMA, TDMA, PDC, WCDMA, CDMA2000, orGPRS, among others. Such communication may occur, for example, throughradio-frequency transceiver. In addition, short-range communication mayoccur, such as using a Bluetooth, WiFi, or other such transceiver (notshown). In addition, a GPS (Global Positioning system) receiver modulemay provide additional navigation- and location-related wireless data todevice 200, which may be used as appropriate by applications running ondevice 200.

FIG. 3 is an example 300 of static image online content 340 that may beconverted to dynamic content using content conversion computer system116 (shown in FIG. 2) and the systems and methods described herein. Asdescribed above, static image online content 340 may be of anyappropriate file format including, for example and without limitation,graphics interchange format (.gif files), joint photographic expertgroup format (.jpeg files), bitmap image file format (.bmp files), WebPformat (.webp files), PostScript format (.ps files), tagged image fileformat (.tiff files), and any other file format that may be used toencode depictions of images and serve such images.

Example 300 shows a mobile computing device 310 including a displayscreen 320. Display screen 320 depicts application 330. In the exampleembodiment, application 330 is a web browser configured to displaycontent from the internet or other network resources. In the exampleembodiment, application 330 depicts static image online content 340.Static image online content 340 is displayed within an onlinepublication 335. In the example embodiment, online publication 335 is anews article including text. As described above, online publication 335includes “real estate” for placing online content. Such real estate ofonline publication 335 may have requirements for dimensions oralternately for ratios of the boundaries (e.g., length and width).Accordingly, only online content with corresponding dimensions or ratiosmay be effectively served in such real estate. In the exampleembodiment, the real estate occupied by static image online content 340is 600 pixels by 400 pixels. If online content of different dimensionsis served into such real estate, it will need to be cropped or resizedto fit the dimensions. If the ratio does not correspond to the 3:2 ratioof the real estate, even resizing will not serve appropriately becauseportions of the online content will be “cut off” or alternately emptyspace will remain in the real estate. Further, online content may besized in relation to the resolution of an underlying image. If verysmall online content is expanded to accommodate a larger real estate,the online content may display with undesirable characteristics such as“pixelation”. Additionally, particular online publications 335 mayfurther be associated with particular style guidelines. For exampleparticular online publications 335 may only serve content with aparticular color palette, with particular animations, or particularfonts and font sizes. As a result, static image online content 340 islimited because it can only be effectively served to particular realestate of particular online publications 335. Further, in at least someexamples, computing device 310 and display screen 320 may be associatedwith certain dimensions and accordingly best present online content ofcertain sizes or dimensions. Accordingly, some static image onlinecontent 340 is not suitable for serving on at least some computingdevices 310.

Static image online content 340 further includes a plurality of textualelements 352, 354, and 356 along with a plurality of graphical elements362, 364, and 366. As described above, textual elements 352, 354, and356 may be distinguished by characteristics. For example, some textualelements 352, 354, and 356 are “headlines”, some are “descriptions”, andsome are “calls to action.” Further, some static image online content340 may include textual elements 352, 354, and 356 associated with othercategories and some static image online content 340 may include aplurality of a particular category of textual elements 352, 354, and 356such as multiple descriptions or multiple headlines. In the exampleembodiment, textual element 352 may be identified as a “headline”because of the prominent location (near the top of static image onlinecontent 340) and font styling (bold). Further, textual element 354 maybe identified as a “description” because of the location (underneathgraphical element 362 and localized in the center of static image onlinecontent 340) and the font styling (unstyled). Additionally, textualelement 356 may be identified as a “call to action” because of thelocation (on top of graphical element 366 which may be identified as a“button”) and the font styling (underlined, a common font style forlinks). Accordingly, when generating dynamic content based on staticimage online content 340, such characteristics are recognized by contentconversion computer system 116 (shown in FIG. 1) using, for example,optical character recognition (OCR) engines.

Also as discussed above and further below, graphical elements 362, 364,and 366 may be distinguished by characteristics. For example, thelocations and color characteristics of graphical elements 362, 364, and366 may be significant to the design of static image online content 340.Accordingly, when generating dynamic content based on static imageonline content 340, such characteristics are recognized by contentconversion computer system 116 using, for example, edge detectionengines and color engines. As described above and herein, edge detectionengines allow for the determination of the location of graphicalelements 362, 364, and 366 while color engines allow for thedetermination of color characteristics of graphical elements 362, 364,and 366.

In one example static image online content 340 includes progressions offrames to simulate animation. Accordingly, each underlying frame mayhave a plurality of textual elements 352, 354, and 356 and a pluralityof graphical elements 362, 364, and 366. In such examples, contentconversion computer system 116 additionally parses out each frame andapplies, for example, OCR engines, edge detection engines, and colorengines to each frame. Further, content conversion computer system 116determines the order of presentation of each frame and the duration ofpresentation of each frame.

The methods and systems described herein facilitate the conversion ofstatic image online content 340 to dynamic content and thereby allow theserving of such dynamic content in a plurality of online real estate fora plurality of online publications 335.

FIG. 4 is an example data flow diagram 400 illustrating the conversionof static image online content 340 to a plurality of dynamic content460. Conversion of static image online content 340 is facilitated bycontent conversion computer system 116. In the example embodiment,content conversion computer system is a particular version of dataprocessing system 116 (shown in FIG. 1). Content conversion computersystem 116 receives static image online content 340. Static image onlinecontent 340 includes a plurality of image characteristics 405. Forexample, static image online content 340 may include a plurality oftextual characteristics, image display characteristics, and colorcharacteristics. Content conversion computer system 116 may receivestatic image online content 340 from any suitable source including forexample and without limitation, online content repository 402, crawlinga plurality of web locations, an offline content repository, scanningphysical images into static image online content using a scanningdevice, an advertiser network, online publications, and an onlinemerchant (none shown). In the example embodiment, content conversioncomputer system 116 receives static image online content 340 from onlinecontent repository 402.

Content conversion computer system 116 is configured to analyze detailsof the static image online content 340. More specifically, contentconversion computer system 116 identifies at least some of plurality ofimage characteristics 405 associated with static image online content340. Accordingly, content conversion computer system 116 is capable ofidentifying textual characteristics, image display characteristics, andcolor characteristics. Content conversion computer system 116 includes aplurality of components that are used to identify plurality of imagecharacteristics 405. In the example embodiment, content conversioncomputer system 116 analyzes the content of static image online content340 and identifies a background area, at least one image area such as a“product image area”, and text blocks using a parsing engine 410.Content conversion computer system 116 may use machine visionalgorithms, optical character recognition, edge detection algorithms,color analysis algorithms, and any other suitable algorithm or method toeffect parsing engine 410 identifying such areas of static image onlinecontent 340. Accordingly, static image online content 340 is segmentedinto segmented content 412 where each area of static image onlinecontent 340 is pre-processed for further analysis. In at least someexamples, as described herein, static image online content 340 includesa plurality of images or “frames” displayed in progression. Parsingengine 410 is also configured to separate each “frame” from such“animated” static image online content 340 to identify a plurality ofunderlying static image online content 340, identify the display orderof such underlying static image online content 340, and identify theduration associated with the display of each underlying static imageonline content 340. Upon such differentiation, each frame is analyzedindividually using the methods described herein.

In the example embodiment, content conversion computer system 116 usesan optical character recognition (OCR) engine 420 to identify textualcharacteristics 422 of static image online content 340. Depending uponthe condition of static image online content 340 and the legibility oftextual elements 352, 354, and 356 (shown in FIG. 3), content conversioncomputer system 116 may use a pre-processing method during the executionof OCR engine 420 to improve the quality of the textual recognition.Accordingly, content conversion computer system 116 may apply deskewing,despeckling, binzarization, line removal, layout analysis, zoning, lineand word detection, character isolation or segmentation, normalizationof aspect ratio or scale, or any other suitable pre-processing methods.After pre-processing, content conversion computer system 116 may applyan OCR algorithm such as matrix matching or feature extraction to makedeterminations on the characters displayed within static image onlinecontent 340. Alternately, any OCR algorithm is used to determine thecharacters displayed in static image online content 340. Further,content conversion computer system 116 may use algorithms to distinguishthe formatting and size of words within static image online content 340including, for example, determining the presence of bold characters,determining the location and spacing of characters, determining thepresence of italicized characters, determining the presence ofunderlined characters, determining the presence of superscriptedcharacters, determining the presence of subscripted characters,determining font sizes associated with characters, and determining fontfaces associated with characters. Additionally, content conversioncomputer system 116 may apply post processing methods and algorithms toverify determinations made by the OCR algorithms during the execution ofOCR engine 420. For example, a particular static image online content340 is known to be associated with certain key terms because it isassociated with a particular merchant. Accordingly, a lexicon is appliedto verify that words identified by OCR engine 420 correspond to wordsassociated with that merchant. OCR engine 420 accordingly allows thecontent conversion computer system 116 to identify textual elements,formatting and styling related to textual elements, and placement oftextual elements. More generally, content conversion computer system 116identifies all such properties as textual characteristics 422. Asdescribed below, during generation of dynamic content 460, contentconversion computer system 116 can substantially place, style, andformat the textual elements in a similar manner within dynamic content460 as was displayed in static image online content 340 using textualcharacteristics 422. As described above, in the example embodiment, OCRengine 420 analyzes text contained within the “text blocks” identifiedby parsing engine 410 and separated into segmented content 412. Inalternative embodiments, OCR engine 420 may analyze all textual elementsavailable within static image online content 340.

Content conversion computer system 116 also uses an edge engine 430 todetermine image display characteristics 432 of static image onlinecontent 340. As used herein, edge engine or edge detection engine 430,refers to at least one method for identifying characteristics within adigital image to find discontinuities. In at least some examples, edgedetection engines 430 examine digital images such as static image onlinecontent 340 to find significant changes in brightness characteristics.At such points of brightness changes (or other discontinuities),“features” of an image can be separated. Accordingly, edge detectionengine 430 can identify the boundaries of images components withinstatic image online content 340. For example, in at least a variety ofstatic image online content 340, multiple interior images are includedsuch as images 362, 364, and 366 (shown in FIG. 3). Such interior imagesmay include, for example, depictions of a product or service, acorporate logo, photographs of humans using goods and services relatedto static image online content 340, and “call to action” graphics suchas buttons. Edge detection engine 430 allows each interior image or“feature” to be identified. Upon determining the boundaries andpositions of such interior images or features, the content conversioncomputer system 116 can further extract each interior image or featurewhile also identifying the absolute and relative position of suchfeatures within static image online content 340. Extraction is performedusing any suitable method including, for example, cropping, cutting, andcopying of the features based upon boundaries identified by edgedetection engine 430. In the example embodiment, extraction includescropping features identified by edge detection engine 430 and isadditionally performed by edge detection engine 430. As described below,the interior image or feature can then be placed at an absolute orrelative position similar to the identified position within generateddynamic content 460. As described above, in the example embodiment, edgeengine 430 analyzes image characteristics contained within the “imageareas” identified by parsing engine 410 and segmented into segmentedcontent 412. In alternative embodiments, edge engine 430 may analyze allimage characteristics available within static image online content 340.

Content conversion computer system 116 additionally uses color engine440 to determine color characteristics 442 related to static imageonline content 340. As used herein, color engine 440 refers to at leastone method for identifying dominant colors and their associated“weights” within static image online content 340. In the exampleembodiment, color engine 440 analyzes color in the “image areas”identified by parsing engine 410 and segmented into segmented content412. In alternative embodiments, color engine 440 analyzes entire staticimage online content 340. Color engine 440 may apply any appropriatemethod including, for example, clustering algorithms, k-meansalgorithms, or any other suitable color identification and analysismethods and algorithms.

Using edge engine 430 and OCR engine 420, content conversion computersystem 116 identifies attributes associated with textual elements 352,354, and 356. As described above, in at least some static image onlinecontent 340, a variety of textual elements 352, 354, and 356 areincluded. For example, a primary textual element or a “headline” may beincluded wherein the headline states a primary slogan, statement, oridentifier associated with the static image content. In a secondexample, a secondary textual element or a “description” may be includedwherein the description provides details related to the static imagecontent. In a third example, a tertiary textual element or a “call toaction” may be included wherein the call to action invites a viewer suchas a customer to click on a button or a link to navigate to, forexample, an online merchant associated with the static image content.Accordingly, edge engine 430 and OCR engine 420 of content conversioncomputer system 116 identify all such textual elements 352, 354, and 356and associated textual characteristics 422 described above to determineheadline text, description text, and call to action text. Contentconversion computer system 116 may additionally use edge engine 430 andOCR engine 420 to determine other specified textual elements including,for example, a textual company logo, a contact email address, a contactphone number, and a contact physical address. A textual company logo maybe distinguished based upon, for example, font size, location, and fonttype. Alternately, a textual company logo may be distinguished bycomparison of the characters to a lexicon. Email addresses, phonenumbers, and physical addresses may be distinguished based upon thestandardized formatting of the characters into recognizable patternssuch as a seven or ten digit phone number using hyphens, periods, andparentheses as delimiters, an email address using “@” as an identifierof a domain, and the presence of a state code or a postal code.

Content conversion computer system 116 additionally determines aplurality of dynamic content characteristics 450 to be used forconverting static image online content 340 to dynamic content 460. Theplurality of dynamic content characteristics 450 include, for example,dimensions associated with plurality of dynamic content 460, animationtemplates associated with plurality of dynamic content 460, and stylesand formatting characteristics associated with plurality of dynamiccontent 460. Dynamic content characteristics 450 may be retrieved frommemory of content conversion computer system 116 such as memory 206(shown in FIG. 2), a content server such as ad serving system 120 (shownin FIG. 1), a database such as database 126 (shown in FIG. 1), or anyother computing device in communication with content conversion computersystem 116.

Content conversion computer system 116 generates dynamic content 460based upon image characteristics 405 (and, further, textualcharacteristics 422, image display characteristics 432, and colorcharacteristics 442) and dynamic content characteristics 450. Generatingdynamic content 460 substantially represents applying previouslydetermined image characteristics 405, textual characteristics 422, imagedisplay characteristics 432, color characteristics 442, and dynamiccontent characteristics 450 to create plurality of dynamic content 460.In the example embodiment, dynamic content 460 is generated by buildingstyles based upon a combination of determined image characteristics 405textual characteristics 422, image display characteristics 432, colorcharacteristics 442, and dynamic content characteristics 450. Buildingstyles further includes selecting at least one size and orientation foreach dynamic content 460, at least one font type for textual elements352, 354, and 356, at least one font size for textual elements 352, 354,and 356, at least one location for image elements 362, 364, and 366, andat least one color scheme for image elements 362, 364, and 366 andtextual elements 352, 354, and 356. Further, building styles may alsoinclude selecting to animate at least a portion of dynamic content 460.After building styles, content conversion computer system 116 builds aplurality of dynamic content 460. Plurality of dynamic content 460 maybe associated with different sizes and orientations, different fonttypes, different font sizes, different image element locations,different animations, and different color schemes. Accordingly, contentconversion computer system 116 may substantially generate dynamiccontent 460 with a variety of presentation styles, presentation sizes,and presentation appearances. Such a plurality of dynamic content 460may be useful in serving suitable online content to a variety of realestate for a variety of online publications. In at least one example,each generated dynamic content 460 is inventoried for itscharacteristics. Accordingly, when a content server chooses dynamiccontent 460 to serve into a particular piece of real estate for aparticular online publication, characteristics for serving may be easilyidentified. For example, a particular piece of real estate for aparticular online publication may have a known requirement of animation,a requirement for a particular size and orientation, and a requirementfor particular color scheme. A content server can accordingly identifythe appropriate dynamic content from the plurality of dynamic content460 based upon the inventoried data. In at least one example, suchinventoried data regarding the characteristics of dynamic content 460 isincluded as metadata within dynamic content 460. In other examples, theinventoried data is included in a database, a file, or any othersuitable form.

In one example, generating dynamic content 460 includes generating aplurality of HTML 5 content with a plurality of distinct sizes,dimensions, and orientations. In other examples, dynamic content 460 canbe generated as HTML 4 content or any other appropriate content formatincluding subsequent or preceding versions of HTML. In a second example,generating dynamic content 460 includes generating a plurality of HTML 5content with at least one animation. In the example embodiment, dynamiccontent 460 is generated by using an animation engine 452 configured toapply at least one custom animation style to at least a portion ofdynamic content 460. In other examples, dynamic content 460 can begenerated as HTML 4 content or any other appropriate content formatincluding subsequent or preceding versions of HTML. The animation, asreferenced above and described below, is selected based upon dynamiccontent characteristics 450. For example, dynamic content 460characteristics may indicate that dynamic content 460 include a “fadein”, a “fade out”, a “highlight”, or any other suitable form ofanimation. Such animation is applied to at least a portion of at leastone of the plurality of dynamic content 460. Such indications ofanimation may be explicitly identified by a textual indicator withindynamic content characteristics 450. Alternately, such indications maybe defined in any other suitable manner.

Upon generation of plurality of dynamic content 460, content conversioncomputer system 116 transmits plurality of dynamic content 460 to atleast one content recipient 470. Content recipient 470 may include anysuitable recipient including data processing system 112 associated withadvertisers 102, data processing system 114 associated with publishers104, data processing system 116 associated with content managementsystem 106 (all shown in FIG. 1), or any other appropriate entity. Inthe example embodiment, content recipient is data processing system 114associated with publishers 104.

FIG. 5 is an example method 500 for converting static image onlinecontent 340 to plurality of dynamic content 460 using environment 100(shown in FIG. 1). Method 500 is implemented by content conversioncomputer system 116. Content conversion computer system 116 receives 510a static image content having a plurality of image characteristics.Receiving 510 represents content conversion computer system receiving atleast one static image online content 340 from, for example onlinecontent repository 402. Static image online content 340 is associatedwith a plurality of image characteristics 405 (shown in FIG. 4).

Content conversion computer system 116 analyzes 520 the static imageonline content to determine the plurality of image characteristics.Analyzing 520 represents content conversion computer system 116identifying textual characteristics 422, image display characteristics432, and color characteristics 442 (all shown in FIG. 4) associated withstatic image online content 340.

Content conversion computer system 116 determines 530 a plurality ofdynamic content characteristics used for converting the static imagecontent to a dynamic content. Determining 530 represents contentconversion computer system 116 retrieving plurality of dynamic contentcharacteristics 450 (shown in FIG. 4). Content conversion computersystem 116 may retrieve dynamic content characteristics 450 from, forexample, memory 206 (shown in FIG. 2) of content conversion computersystem 116, a content server, an external database, or any computingdevice in communication with content conversion computer system 116.

Content conversion computer system 116 generates 540 the dynamic contentbased upon the image characteristics and the dynamic contentcharacteristics. Generating represents content conversion computersystem 116 creating a plurality of dynamic content 460. In the exampleembodiment, plurality of dynamic content 460 includes HTML content ofvarying dimensions, styles, and animations (including the presence andlack of animation).

FIG. 6 is a diagram 600 of components of one or more example computingdevice such as content conversion computer system 116 (shown in FIG. 1)that may be used in environment 100 (shown in FIG. 1).

For example, one or more of computing devices 200 may form advertisingmanagement system (AMS) 106, customer computing device 108 (both shownin FIG. 1), and content conversion computer system 116. FIG. 6 furthershows a configuration of databases 126 and 146 (shown in FIG. 1).Databases 126 and 146 are coupled to several separate components withinAMS 106, content provider data processing system 112, and customercomputing device 108, which perform specific tasks.

Content conversion computer system 116 includes a receiving component602 for receiving a static image content having a plurality of imagecharacteristics. Content conversion computer system 116 additionallyincludes an analyzing component 604 for analyzing the static imagecontent to determine the plurality of image characteristics. Contentconversion computer system 116 further includes a determining component606 for determining a plurality of dynamic content characteristics usedfor converting the static image content to a dynamic content. Contentconversion computer system 116 also includes a generating component 608for generating the dynamic content based upon the image characteristicsand the dynamic content characteristics.

In an exemplary embodiment, databases 126 and 146 are divided into aplurality of sections, including but not limited to, a textual analysissection 610, an image analysis content section 612, and an animationanalysis and generation content section 614. These sections withindatabase 126 and 146 are interconnected to update and retrieve theinformation as required.

These computer programs (also known as programs, software, softwareapplications or code) include machine instructions for a programmableprocessor, and can be implemented in a high-level procedural and/orobject-oriented programming language, and/or in assembly/machinelanguage. As used herein, the terms “machine-readable medium”“computer-readable medium” refers to any computer program product,apparatus and/or device (e.g., magnetic discs, optical disks, memory,Programmable Logic Devices (PLDs)) used to provide machine instructionsand/or data to a programmable processor, including a machine-readablemedium that receives machine instructions as a machine-readable signal.The “machine-readable medium” and “computer-readable medium,” however,do not include transitory signals. The term “machine-readable signal”refers to any signal used to provide machine instructions and/or data toa programmable processor.

In addition, the logic flows depicted in the figures do not require theparticular order shown, or sequential order, to achieve desirableresults. In addition, other steps may be provided, or steps may beeliminated, from the described flows, and other components may be addedto, or removed from, the described systems. Accordingly, otherembodiments are within the scope of the following claims.

It will be appreciated that the above embodiments that have beendescribed in particular detail are merely example or possibleembodiments, and that there are many other combinations, additions, oralternatives that may be included.

Also, the particular naming of the components, capitalization of terms,the attributes, data structures, or any other programming or structuralaspect is not mandatory or significant, and the mechanisms thatimplement the subject matter described herein or its features may havedifferent names, formats, or protocols. Further, the system may beimplemented via a combination of hardware and software, as described, orentirely in hardware elements. Also, the particular division offunctionality between the various system components described herein ismerely for the purposes of example only, and not mandatory; functionsperformed by a single system component may instead be performed bymultiple components, and functions performed by multiple components mayinstead performed by a single component.

Some portions of above description present features in terms ofalgorithms and symbolic representations of operations on information.These algorithmic descriptions and representations may be used by thoseskilled in the data processing arts to most effectively convey thesubstance of their work to others skilled in the art. These operations,while described functionally or logically, are understood to beimplemented by computer programs. Furthermore, it has also provenconvenient at times, to refer to these arrangements of operations asmodules or by functional names, without loss of generality.

Unless specifically stated otherwise as apparent from the abovediscussion, it is appreciated that throughout the description,discussions utilizing terms such as “processing” or “computing” or“calculating” or “determining” or “displaying” or “providing” or thelike, refer to the action and processes of a computer system, or similarelectronic computing device, that manipulates and transforms datarepresented as physical (electronic) quantities within the computersystem memories or registers or other such information storage,transmission or display devices.

Based on the foregoing specification, the above-discussed embodimentsmay be implemented using computer programming or engineering techniquesincluding computer software, firmware, hardware or any combination orsubset thereof. Any such resulting program, having computer-readableand/or computer-executable instructions, may be embodied or providedwithin one or more computer-readable media, thereby making a computerprogram product, i.e., an article of manufacture. The computer readablemedia may be, for instance, a fixed (hard) drive, diskette, opticaldisk, magnetic tape, semiconductor memory such as read-only memory (ROM)or flash memory, etc., or any transmitting/receiving medium such as theInternet or other communication network or link. The article ofmanufacture containing the computer code may be made and/or used byexecuting the instructions directly from one medium, by copying the codefrom one medium to another medium, or by transmitting the code over anetwork.

While the disclosure has been described in terms of various specificembodiments, it will be recognized that the disclosure can be practicedwith modification within the spirit and scope of the claims.

What is claimed is:
 1. A computer-implemented method comprising:obtaining a plurality of image elements and one or more textual elementsof a content provider; determining a set of dynamic contentcharacteristics for use to convert static image content to dynamic imagecontent, the set of dynamic content characteristics including a firsttemplate of a plurality of predefined templates and defining a pluralityof presentation locations and presentation sizes for elements of thedynamic image content; determining, for each image element of theplurality of image elements, a respective first size from the pluralityof presentation sizes and a respective first location from the pluralityof presentation locations based on the set of dynamic contentcharacteristics; determining, for each textual element of the one ormore textual elements based on the set of dynamic contentcharacteristics, a respective second location of the plurality ofpresentation locations and respective textual format characteristics;and generating a dynamic image content item using the plurality of imagecontent elements, the one or more textual elements, and the set dynamiccontent characteristics, the plurality of image content elementsarranged in the dynamic image content item according to the respectivefirst locations and the respective first sizes, and the one or moretextual elements arranged in the dynamic image content item according tothe respective second locations and the respective textual formatcharacteristics.
 2. The computer-implemented method of claim 1, whereinthe dynamic image content item includes an animated content item.
 3. Thecomputer-implemented method of claim 1, wherein the dynamic imagecontent item includes an HTML content item.
 4. The computer-implementedmethod of claim 1, wherein the one or more textual elements include acall to action element.
 5. The computer-implemented method of claim 1,wherein at least one of the plurality of image elements or the one ormore textual elements includes content indicative of logo associatedwith the content provider.
 6. The computer-implemented method of claim1, wherein the first template includes an animation template.
 7. Thecomputer-implemented method of claim 1, wherein determining, for eachtextual element of the one or more textual elements, respective textualformat characteristics includes determining a font type.
 8. Thecomputer-implemented method of claim 1, wherein determining, for eachtextual element of the one or more textual elements, respective textualformat characteristics includes determining a color of the textualelement.
 9. A computer system comprising: a processor; and a memory incommunication with the processor and storing computer instructions, thecomputer instructions when executed by the processor cause the processorto: obtain a plurality of image elements and one or more textualelements of a content provider; determine a set of dynamic contentcharacteristics for use to convert static image content to dynamic imagecontent, the set of dynamic content characteristics including a firsttemplate of a plurality of predefined templates and defining a pluralityof presentation locations and presentation sizes for elements of thedynamic image content; determine, for each image element of theplurality of image elements, a respective first size from the pluralityof presentation sizes and a respective first location from the pluralityof presentation locations based on the set of dynamic contentcharacteristics; determine, for each textual element of the one or moretextual elements based on the set of dynamic content characteristics, arespective second location of the plurality of presentation locationsand respective textual format characteristics; and generate a dynamicimage content item using the plurality of image content elements, theone or more textual elements, and the set dynamic contentcharacteristics, the plurality of image content elements arranged in thedynamic image content item according to the respective first locationsand the respective first sizes, and the one or more textual elementsarranged in the dynamic image content item according to the respectivesecond locations and the respective textual format characteristics. 10.The computer system of claim 9, wherein the dynamic image content itemincludes an animated content item.
 11. The computer system of claim 9,wherein the dynamic image content item includes an HTML content item.12. The computer system of claim 9, wherein the one or more textualelements include a call to action element.
 13. The computer system ofclaim 9, wherein at least one of the plurality of image elements or theone or more textual elements includes content indicative of logoassociated with the content provider.
 14. The computer system of claim9, wherein the first template includes an animation template.
 15. Thecomputer system of claim 9, wherein determining, for each textualelement of the one or more textual elements, respective textual formatcharacteristics includes determining a font type.
 16. The computersystem of claim 9, wherein determining, for each textual element of theone or more textual elements, respective textual format characteristicsincludes determining a color of the textual element.
 17. Anon-transitory computer-readable storage device, havingprocessor-executable instructions embodied thereon, theprocessor-executable instructions, when executed by a computer, causethe computer to: obtain a plurality of image elements and one or moretextual elements of a content provider; determine a set of dynamiccontent characteristics for use to convert static image content todynamic image content, the set of dynamic content characteristicsincluding a first template of a plurality of predefined templates anddefining a plurality of presentation locations and presentation sizesfor elements of the dynamic image content; determine, for each imageelement of the plurality of image elements, a respective first size fromthe plurality of presentation sizes and a respective first location fromthe plurality of presentation locations based on the set of dynamiccontent characteristics; determine, for each textual element of the oneor more textual elements based on the set of dynamic contentcharacteristics, a respective second location of the plurality ofpresentation locations and respective textual format characteristics;and generate a dynamic image content item using the plurality of imagecontent elements, the one or more textual elements, and the set dynamiccontent characteristics, the plurality of image content elementsarranged in the dynamic image content item according to the respectivefirst locations and the respective first sizes, and the one or moretextual elements arranged in the dynamic image content item according tothe respective second locations and the respective textual formatcharacteristics.
 18. The non-transitory computer-readable storage deviceof claim 17, wherein the dynamic image content item includes an animatedcontent item.
 19. The non-transitory computer-readable storage device ofclaim 17, wherein the dynamic image content item includes an HTMLcontent item.
 20. The non-transitory computer-readable storage device ofclaim 17, wherein the first template includes an animation template.